French Spiderman puts Samsung's Galaxy Gear to the test in new experiential via Colenso BBDO

To
prove that Samsung's Galaxy Gear keeps people connected even when they
have their hands full, Colenso BBDO invited notorious French
free-climber Alain 'Spiderman' Robert to take some snaps with media, and
send a few texts; as he climbed the 40-storey Metropolis
building - using the Galaxy Gear and some chalk to help his grip.

The
campaign was created by Colenso's experiential team to capture the
imagination of the public and media while demonstrating that with Galaxy
Gear you don't have to let go to use your mobile. The stunt was set up
so that the whole climb was captured on camera from multiple
perspectives. The content was then shared via social media and with
mainstream media to generate PR coverage.

Whilst the idea was an unconventional way to approach a technology
launch, the media coverage generated was exceptional, with Robert's
visit to New Zealand and the event being covered extensively by the New
Zealand news media. Likewise the footage of the climb also generated
high levels of engagement on social media around the world.

Mike
Cornwell, Samsung New Zealand marketing director, was keen to profile
the Galaxy Gear in engaging 'real world' activation while demonstrating
the product benefits of the new smart watch.

Says Cornwell: "When
I saw the idea I liked it, we wanted to show just what could be done
with the Galaxy Gear under extreme circumstances, not that we thought
our consumers were urban free-climbers. The response has been
outstanding and it's elevated the Gear's and Samsung's profile during a
key retail period when it can be hard to gain traction with more
traditional advertising."

Says Paul Gunn, head of activation and
PR at Colenso BBDO: "To be able to work with Samsung on an idea that
blurred the boundaries of extreme sport and technology was brilliant.
But to arrange the climb, capture such brilliant content, and deliver
such extensive coverage is a tribute to the smarts and the 'can do'
attitude of the whole team - including Alain, who was hanging off the
side of the building."